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Dolly Parton Is Working 5 to 9 in Squarespace's 2021 Big Game Campaign

Creative 279 Add to collection

Superprime's Damien Chazelle transforms dull offices into vibrant studio spaces in anthemic spot

Dolly Parton Is Working 5 to 9 in Squarespace's 2021 Big Game Campaign
For Squarespace’s seventh Super Bowl ad the brand has partnered with Dolly Parton to re-record her iconic workplace anthem '9 to 5' with new lyrics as '5 to 9', issuing a rallying call to those dreaming of turning their after-hours passion project into their own business. 

Set to the soundtrack of Dolly singing '5 to 9', the spot was directed by Academy Award winner Damien Chazelle (who's repped for commercials by Superprime) and choreographed by Tony Award winner Justin Peck. 

Many of the dancers featured are from Broadway and off Broadway. The ad highlights the unique side projects of office workers in a scene that transforms drab office cubicles into vibrant studio spaces, bringing all of their ideas to life.

Squarespace worked with Dolly to rewrite the lyrics to her iconic song to celebrate this new era of work, and empower anyone with a dream to get started. Dolly’s own side hustle, a brand new namesake fragrance, will launch its website on Squarespace before the Super Bowl at

“I loved the idea of taking my song ‘9 to 5’, and mixing it up for a new Squarespace campaign. That’s the beauty of music, it is always changing and growing to meet the world around it,” said Dolly in a brand press release. “There’s a whole new generation of people out there ready to change the world, to meet the growing needs that they see, and I think Squarespace is going to be there with them every step of the way.”

The spot will air live during the game on Sunday, February 7th. "If you’re thinking about pursuing your side hustle, we hope this new anthem inspires you to make it real by launching a website on Squarespace," says the brand.
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Client / In-House Creative

Client / In-House Creative: Squarespace

Founder & CEO: Anthony Casalena

Chief Creative Officer: David Lee

VP, Creative: Ben Hughes

Director of Creative Production: Sandra Nam

Creative Director: Mathieu Zarbatany

Sr Art Director: Tim Scales

Copywriter: Niamh Grunfeld

Staff Producer: Karen Jean

Creative Producer: Katie Flynn

Sr Business Affairs Manager: Kiersten Bergstrom

Sr Designer: Nonie Hunter

Sr Designer: Matt King

Sr Motion Designer: Videl Torres

Still Photography

Photographer: Craig Reynolds

Retoucher: Kenneth Pizzo

Retoucher: Derek Kalisher

Creative Producer: Katie Flynn


Production Company: Superprime

Director: Damien Chazelle

DOP: Rodrigo Prieto

Production Designer: Kristin Vallow

Choreographer: Justin Peck

Executive Producer: Rebecca Skinner

Line Producer: Laurie Boccaccio

Line Producer: Michaela Johnson


Editorial: Iconic Editorial

Editor: Tom Cross A.C.E.

Assistant Editor: Michael Wolfe

Founder: Devin Mann

Founding Partner: Marc Altshuler

Executive Producer: Betsy Beale


Finishing + VFX: MPC

Executive Producer: Matthew Loranger

Senior Producer: Anna Kravtsov

Producer: Zahid Nazir Khan

Production Coordinator: Jonny Dontchev

Creative Director: Tom McCullough

VFX Supervisor/2D Lead: Rob Walker

2D Team: Mazyar Sharifian, Aska Otake, Brian Benson, Mat Elin, Anand Swain, Arun Ramkrishna Sharma, Deepak Baranwal, Dumpala Surender, Karthick K, Pramod Dwivedi, Rajesh Kumar Kaushik

3D Lead: Vadim Turchin

3D: Shreyas Joshi, Vivek Mayanglambam

Design: Federico Saenz Recio


Colour: Company 3

Colourist: Natasha Leonnet

VP, Short Form: Ashley McKim

Colour Producer: Mario Castro

Music + Sound Design

Music + Sound Design: Squeak E Clean

Executive Creative Director: Sam Spiegel

Executive Producer: Amanda Patterson

Creative Director/Arranger: Rob Barbato

Producer: Blade Thornton

Sound Design: Drew Fischer

Mix: One Thousand Birds

Lead Sound + Interactive Designer: Torin Geller

Managing Director: Kira McKnight

Producer: Alex Berner-Coe

Genres: Choreography, Visual VFX, Musical

Categories: Business Services, Business Software

Superprime Films, Tue, 02 Feb 2021 16:53:46 GMT